PENGARUH BRAND AMBASSADOR, HARGA DAN REPUTASI MEREK TERHADAP MINAT BELI BODY LOTION SCARLETT WHITENING (Studi Kasus Pada Mahasiswa Prodi Manajemen Universitas Pelita Bangsa Angkatan 2020-2021)

This study aims to determine the influence of Brand Ambassador, Price and Brand Reputation on Interest in Purchasing Scarlett Whitening Body Lotion (Case Study Of Pelita Bangsa University Management Study Program Students Class of 2020-2021). This type of research is causal comparative and also includes a quantitative approach which uses a questionnaire as a research instrument using a Likert scale. To test the hypothesis, researchers used primary data obtained from distributing questionnaires to 97 respondents and then processed it using SmartPLS 4.0 (Partial Least Square) software. Based on the data processing carried out, the coefficient of determination (adjusted r square) value was 0.656, which means that the variables brand ambassador, price and brand reputation have an influence on purchase interest of 65.6% and the remaining 34.4% is influenced by other variables that are not included in this research. Based on the t test, it shows that Brand Ambassador has no positive influence on Purchase Interest, Price has a positive and significant influence on Purchase Interest, and Brand Reputation also has a positive and significant influence on Purchase Interest.

Keywords : Brand Ambassador, Price, Brand Reputation, Purchase Interest